Challenge
Expanding performance beyond the open web
Interdiscount, one of Switzerland’s leading electronics retailers, operates in a highly performance-driven environment where efficiency and measurable impact are critical.
Open Web retargeting campaigns were already delivering strong results across Switzerland. However, consumer behavior was shifting. More time spent on social platforms meant missed conversion opportunities if campaigns remained siloed.
Interdiscount sought to increase ROAS while maintaining scale, leverage Meta as an incremental performance driver, and expand reach to additional audiences such as cart abandoners and in-market shoppers without diluting conversion quality. To achieve this, Interdiscount needed a cross-channel strategy capable of unifying performance across environments while driving incremental revenue.
Solution
Unifying Open Web and social to scale performance
Interdiscount partnered with Criteo, leveraging Commerce Growth to activate a full-funnel, test-and- learn strategy combining Open Web and Meta inventory within a unified performance framework.
Lower-funnel campaigns initially targeted recent visitors and high-intent buyers across Swiss regions, optimized to maximize ROAS. To expand incremental reach, additional audiences were introduced, including cart abandoners and in-market segments such as electronics enthusiasts, gamers, and tech shoppers.
At the upper funnel, A/B testing showed that in-market audiences outperformed broad prospecting segments, leading to an always-on strategy focused on high-intent targeting. Interdiscount’s campaigns also leveraged native and dynamic ad formats year-round, with showcase and countdown formats during promotional peaks. Meta activation extended reach into high-engagement social environments through dynamic carousel ads, maintaining product personalization while increasing reach and frequency.
Meta was initially activated only for lower-funnel campaigns. However, following strong incremental performance, activation expanded across all audience sets. Rather than replacing Open Web activity, Meta acted as a performance amplifier, unlocking additional high-intent conversions.
Results
Boosting ROAS through cross-channel performance
The cross-channel strategy delivered clear incremental impact. For the campaign with the largest share of investment, ROAS increased by 90% after Meta activation.
When comparing environments, Open Web campaigns alone delivered a ROAS of 33, while combining Open Web and Meta increased ROAS to 48, representing a 45% uplift in performance.
By integrating Open Web and social activation within one Commerce Growth strategy, Interdiscount significantly strengthened performance while maintaining efficiency and scale.
“Working with Criteo has truly taken Interdiscount’s performance to the next level, especially with our established lower-funnel campaigns. By leveraging their advanced Meta integrations and localized campaigns, we’ve managed to double our ROAS while delivering a highly personalized experience that directly addresses our customers’ needs. By showcasing products they’ve already shown interest in during their daily digital activities, we’ve made our advertising feel more relevant and effective than ever.”
